在日漸競爭激烈的行銷環境中，電商平台越發重視個人化服務，以及如何將生成式AI作為個人化行銷的工具，利用AI科技生成個人化行銷訊息，抑或是藉助AI分析顧客偏好，以打造專屬的個人化體驗。回顧過往文獻，本研究認為個人化服務與購買意願間的關係，與稟賦效應的理念有相似之處，當消費者認為商品屬於自己時，將會對其有更高的評價。因此，本研究參考心理所有權的理論框架，深入探討當消費者在網路上購物時，是否無需藉由真實的服務或實際接觸產品，僅透過生成式AI打造的購物體驗便對電商平台產生擁有感，進而提升購買意圖。同時，將消費者評估AI生成內容之真實程度，納入研究變數，更全面的探討AI如何驅動個人化行銷。
本研究參考心理所有權理論，探討產生心理所有權的三大路徑：知覺控制、熟悉程度、自我投資，在AI生成的個人化行銷中對於心理所有權的影響，以及進一步對購買意圖之影響。此外加入AI知覺真實性此構面，探討其對於心理所有權的影響。總體來說，本研究探討了知覺控制、熟悉程度、自我投資、AI知覺真實性對於心理所有權的影響，以及心理所有權對於購買意圖之影響。
本研究以網路問卷形式發放，共回收321份有效問卷，使用SPSS 30.0檢視量表之信效度、檢測共同方法偏誤，並運用Pearson相關分析及迴歸模型，了解變數間之關係，此外，使用 PLS-SEM 分析資料，以檢視研究假設之成立情況。結果顯示，對電商平台之知覺控制、熟悉程度、自我投資、AI知覺真實性對於心理所有權具有正向影響，且對電商平台產生之心理所有權對於購買意圖亦有正向影響。此外，實證了心理所有權在知覺控制、熟悉程度、自我投資、AI知覺真實性與購買意圖之間皆具有部分中介效果。以上研究結果可幫助我們更進一步了解心理所有權在AI生成的個人化行銷情境中的重要性。

With the swift advancement of personalization and AI technologies, e-commerce firms start to deal with how to provide satisfied customer experience by utilizing generative AI. This study examines the impact of AI-generated personalization in e-commerce on purchase intention from the perspective of the endowment effect. Drawing on psychological ownership theory, a conceptual model is proposed and tests if three routes to psychological ownership, controlling the target, coming to intimately know the target, and investing the self into the target, have positive effects on psychological ownership in the context of AI-generated personalization in e-commerce. In addition, this study seeks to understand how perceived authenticity toward AI-generated content influence psychological ownership, and how psychological ownership influence purchase intention.
This research collected data through online questionnaire survey and obtained 321 valid responses. The results show that perceived control, intimate knowledge, self-investment, and perceived authenticity of AI have significant positive effects on psychological ownership. In addition, psychological ownership have positive effect on purchase intention, and it also partially mediates the relationships between perceived control, intimate knowledge, self-investment, perceived authenticity of AI and purchase intention. The study’s outcomes add to existing knowledge and suggest useful strategies for practitioners applying personalization techniques in e-commerce contexts.

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